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WINN-DIXIE TO LOWER PRICES IN ALL OF ITS 1,200 STORES; NEW, LOWER PRICES ANSWERS CUSTOMER CALL FOR LOWER TOTAL FOOD BILL

 WINN-DIXIE TO LOWER PRICES IN ALL OF ITS 1,200 STORES; NEW, LOWER PRICES ANSWERS CUSTOMER CALL FOR LOWER TOTAL FOOD BILL
 JACKSONVILLE, Fla, April 28 /PRNewswire/ -- In response to what Winn-Dixie (NYSE: WIN) describes as a "heightened demand" for lower prices, the grocery retailer will reduce prices in all 1,200 of its stores, located throughout the southeastern United States. Winn-Dixie President James Kufeldt announced today that the price reductions will impact thousands of items and that it represents a significant step toward lowering the total food bill for its customers.
 The price reduction program has been underway for several weeks, and will be completed by April 29th. "It's a big job to lower prices on thousands of items at 1,200 supermarkets," Kufeldt said, "but customers have told us they want even lower prices, and that's what we're going to give them."
 Winn-Dixie is the largest supermarket chain in America to have embraced the Everyday Low Price Program -- an operating philosophy designed to provide customers with the lowest prices every day. The company claims that since first adopting the program in Raleigh, N.C., in 1986, customers have responded positively to the more "straightforward approach" to food retailing.
 "It's customers that drive our business," explained Kufeldt. "They are the reason that we lowered prices, and they are the reason we are well positioned to lower them even further. We have continued to achieve sales increases despite a difficult economy and hundreds of new competitor stores in our operating areas. And now that our entire company has been on the everyday, low price program for the past year, we have realized efficiencies which have resulted in decreased expenses."
 In addition, Kufeldt continued, "We held the line during the 80's and lived within our means. That approach seemed very conservative at the time, but today, we are a healthy company, with very little debt. We are able to pass on savings to our customers, rather than to financial institutions to meet debt obligations.
 "Together, these factors have contributed greatly to our ability to lower the price on groceries. Our plan is to create an even greater gap in price between Winn-Dixie and other competitors," he said.
 "We'll work every day to make that happen, and we believe that customers will respond to it because it's what they want."
 Winn-Dixie is one of the nation's largest supermarket retailers, with approximately 1,200 stores located in the southeastern and southwestern United States. Winn-Dixie is dedicated to providing customers with the lowest possible prices every day.
 -0- 4/28/92 R
 /CONTACT: Mickey Clerc, vice president and director of advertising of Winn-Dixie Stores, Inc., 904-783-5000/
 (WIN) CO: Winn-Dixie Stores, Inc. ST: Florida IN: REA SU:


JB-SS -- FL012 -- 3981 04/28/92 16:07 EDT
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Publication:PR Newswire
Date:Apr 28, 1992
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